Giving a lifestyle brand its voice and helping it scale to new heights.
A minimalist watch and jewellery watch based in Amsterdam.
The brand
I joined CLUSE in 2015 at its very early stages. At that specific point in time the brand existed only as a few product pictures and a 5-people team. The need for branding the product and marketing it effectively was present.
The challenge
Fashion
Conceptualised an initial persona for the brand and expanded on several lifestyle elements, consumer types, and brand positioning to create an appealing brand identity.
Branding
Defined the tone of voice, keywords, and brand narrative.
Carved out the brand values, and the ‘why’ behind the product.
Wrote brand statement.
Deliverables
Brand unique selling point
The market had been dominated mainly by either luxury- or lower-quality/non-fashion-oriented watches.
The status quo
The problem
Young, fashion-conscious millennial women that are at the beginning of their career might not want to splurge on a luxury item but still need a fashionable accessory that completes their outfit and showcases their taste.
A minimalistic, elegant, and versatile watch that compliments different outfits, and can be worn on multiple occasions -that is also affordable.
A brand that is feminine and fashionable yet doesn’t place to much importance on possessions or expensive items, but on ‘the little things’ that make life beautiful. In a way, it creates the perfect balance between the fast-paced and often materialistic world of fashion and the invaluable beauty of focusing on what truly matters: the present moment.
The solution
Unique materials
Beautiful details
Playful style
The CLUSE La Roche collection is featuring a dial made out of real marble. Each piece is different from the other one.
An Instagram #daretobeunique campaign was launched encouraging each person that bought the watch to share a picture with it with a caption narrating what makes them unique.
A minimal design is creating the perfect canvas for each ‘CLUSE girl’ to match the watch and jewellery to her style, targeting a variety of consumers.
A geometric shape (hexagon) makes the brand stand out and be recognisable amongst the rest of minimal jewellery brands.
Interchangeable straps make the product incredibly versatile, as it can be dressed up or down and combined with different clothing styles.
The straps are easy to ‘mix and match’ and are available in different materials, with the main ones being leather and stainless steel.
Key brand identity points
Brand personas examples
Our story is about people who find beauty in simplicity.
Simple is not about being plain. It is about being grounded, sophisticated and true to oneself. Away from distractions and focused on the things that are truly important in life. With this mindset, we are committed to creating timepieces that represent elegance and minimalism.
Timepieces that aspire to be part of people who are conscious about their style. A CLUSE watch brings the best out of your look and completes your outfit. CLUSE is there not only to indicate time but to define your best moments and captivate attention in all simplicity.